Dollar Shave Club Turns to Local Radio for Father’s Day

'The guy I am pretty sure is my dad'

Headshot of Christopher Heine

Dollar Shave Club CEO Michael Dubin is bringing his funnyman act—which spawned one of the more viral Web videos of recent lore (the clip included a shaving toddler, a bear and a machete)—to radio this month with four Father’s Day ads that he wrote and recorded for his mail order razor company. The spots sync with a digital effort that entails Facebook ads, a new social gifting engine and ”Dadisms” e-cards.

While Dubin has famously promoted his one-year-old brand with slapstick videos, he said local radio has played a huge role in growing his customer base to 200,000. This year, online orders increased six- to eightfold in Buffalo, Philadelphia and Cincinnati. “Four weeks on, three weeks off has been great for us in terms of radio,” said Dubin.

The 34-year-old took comedy training at the Upright Citizens Brigade before becoming an entrepreneur-pitchman (he said the improv troupe remains “an enormous influence”). The :30 Father’s Day radio spots feature the founder facetiously conversing with “Dad”—played by a voiceover artist, not his real father—while promoting Dollar Shave gift cards. The digital messaging blends with that humorous tone, as one e-card example reads: “Happy Father’s Day to the guy I am pretty sure is my dad.” Though the ads are lighthearted, the comic-turned-CEO doesn’t just joke around during the radio spots, plugging his Web address no less than four times.

“At my core, I am a creative writer, and I am passionate about business,” Dubin said. Indeed, since taking a $13 billion shaving industry by storm, he’s clearly not kidding around.

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@Chris_Heine Christopher Heine is a New York-based editor and writer.
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